The World’s Most Valuable Brands
Most students understand that a recognizable brand is an important asset for a company, but few realize that value can be quantified as brand equity. …
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- Chapter 05 | Chapter 09 | Chapter 13 | Chapter 17 | Consumer behavior | Price | Product | Product life cycle
Smartphones top $1000 price point
Smartphones revolutionized the world and it wasn’t long after the first smartphone was released that everyone wanted one of their own. For years, smartphone manufacturers…
Copyrighting the banana
Product innovation comes in many forms, including the banana! According to this Reuters article, that includes banana Halloween costumes. The article talks about a lawsuit…
Teach the 4 Ps is back!
You may have noticed that Teach the 4 Ps took a bit of a break. For much of the last year, other activities – including…
Brick-and-Mortar Retailers Turn to Scrambled Merchandising
The concept of scrambled merchandising (“carrying any product lines they think they can sell profitably) has existed in practice and in Essentials of Marketingas for…
Which Brands are Getting It Right? (An Insider’s Perspective)
Most of us try to keep up on the marketplace. But it is a challenge to keep up with which brands are crushing it –…
- Chapter 01 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 16 | Chapter 17 | New-product development | Product | Promotion | Publicity | Social media
“We wanted [our restaurant] to be Instagrammable”
Most industries report a decline in the effectiveness of advertising as a means to tell customers about their product. As we note in chapter 16,…
Essentials of Marketing – What’s Now? posts updated for Fall 17
You may recall that one of the new features of Essentials of Marketing 15e was our What’s Now? chapter element to give students a way to link a current…
The Consumer-Advertiser Battle Continues
Marketing managers have to acknowledge, most consumers are looking for ways to avoid advertising. While there is more advertising these days, there are many more…